Ads
Creative fatigue
Creative fatigue is the decline of an ad's results as the same audience sees it again and again: fewer people stop, fewer click, and each result costs more. It is the main reason ad creatives have to be refreshed.
Typical signals in an ads manager are a rising frequency, a falling click-through rate and a rising cost per result on the same audience, with no change in targeting or offer.
On eroq
Fight it with new angles (a static batch) and new versions of what already works (the Ad Multiplier: new faces, outfits or places, same performance and audio).
Questions
How do I know an ad is fatigued?
Watch the same ad on the same audience over time: when frequency climbs while click-through falls and cost per result rises, the creative is wearing out.
How often should I refresh ad creatives?
There is no universal number: it depends on budget, audience size and frequency. Accounts with high spend on narrow audiences refresh fastest; watch the signals rather than the calendar.
Is a new variant enough, or do I need a new concept?
A variant (new face, new setting) can extend a winning idea; when every variant fades quickly, the idea itself is tired and a new angle is needed.